Twitter in Healthcare

Twitter in Healthcare #pharma #hcsm #mhealth #pharmasummit #fdasm #socpharm #hcmktg Tweeting Trending The question for heathcare marketers today isn't if they will use social media to reach their audience, the question is how they will use it. The hard part is knowing how to build trust with your future customers in a world full of fleeting attention spans. Know your demographics Some topics are more popular than others among those who search for medical information online. Getting to know your audience is an important step in reaching them on twitter and other networks. of Internet users look online for information about a specific disease or medical problem. of Internet users are seeking information about a certain medical treatment or procedure. 66% 56% The top 5 conditions searched for on WebMD are: shingles, gallbladder, gout, hemorrhoids, and lupus. The top 5 treatments searched for on WebMD are pain relievers, anti-depressants, high blood-pressure medication, and hysterectomy Percent of total internet users looking for medical information online. Drug safety and recalls Memory loss, dementia or Alzheimer's How to manage chronic pain 24% 14% 17% FOLLOW ME Chirp Chirp These major medication brands have differing brand sentiments and it's important for These major medical companies are already using Twitter. marketers to listen and decide what they mean. - 1,000 Twitter followers VS POSITIVE TWEETS NEGATIVE TWEETS Top 5 Most Followed @Pfizer: tweeting since 07/13/2009 Pfizer followers: CE.G.6.6.6465 .6 tweets per day @Novartis: tweating Since 11/07/2008 Brand: Plavix Manufacturer: Bristol-Myers Squibb 50% 50% O NOVARTIS followers: 6C.C. .6 tweets per day GE Healthcare @GEHealthcare: tweating Since 07/10/2008 followers: G&.&.6.6 .6 tweets per day 39% Brand: Advair Diskus Manufacturer: GSK @GSKUS: twecting Since 03/o3/2009 61% gsk followers: G&&44 .5 tweets per day @Boehringer: tweeting Since 11/17/2008 A Boehringer Ingelheim followers: G&&* .8 tweets per day 90% Brand: Lipitor 10% @JNJcomm: tweeting Since 02/09/2009 Manufacturer: Pfizer Johnon-johnen followers: &.E 1.9 tweets per day @Gentechnews: tweeting Since 09/05/2008 Genentech followers: &&& .3 tweets per day Brand: Seroquel Manufacturen Astrazeneca 56% 44% @AstraZenecaUS: tweeting Since 01/07/2009 Astraženeca 2 followers: &&6 1 tweet per day @Amgen: tweeting since 04/02/2009 AMGEN followers: . .4 tweets per day Brand: Abilify Manufacturen Otsuka 69% 31% @BMSnews: tweeting since 07/10/2008 followers: Bristol Mvers Souilh .2 tweets per day @Bayerhealthcare: tweeting since 07/10/2008 BAYER followers: .2 tweets per day 58% Manufactu Brand: Singular Merck/Schering-Plough 42% @AstellasUS: tweeting since 03/31/2009 Fastellas followers: .2 tweets per day @GenzymeCorp: tweeting since 04/17/2009 genzyme followers: 8 .1 tweets per day 8% Brand: Actos 92% Manufacturer: Takeda @BauschLomb: tweeting Since 10/21/2008 BauschsLomb followers: .5 tweets per day @Baxter: tweeting since 06/11/2009 Baxter followers: Brand: Enbrel Manufacturer: Amgen 67% 33% .1 tweets per day Give traditional media something to talk about. When Aurora Health Care twected a knee operation to help with their marketing. they received positive publicity online and with traditional media outlets including: 70% 41% the year before. of journalists now use social networks to assist reporting • Good Morning America • Local Milwaukee public radio network compared to • Hospital Management Magazine The DDMAC makes the rules. Common Violations: The Division of Drug Marketing. Advertising, and Communications (DDMAC) is responsible for enforcement of fair advertising rules and legislation in the US. The "clear, conspicuous and neutral" proposed rule for social media in the medical industry says that a statement is clear, conspicuous and neutral if: -Omitting or downplaying of risk -Overstating the effectiveness -Promoting off-label or unapproved uses -Misleading drug comparisons COMAC issues warning letters for companiS who have fallen out of compliance. In 2010 the sumber of warning letters increased nearly 26% from 2009. Similarly high numbers are expected in 201t -Information is presented in language that is readily understandable by consumers Audio information is understandable in terms of the volume, articulation 52 number of warning letters 41 and pacing used. information is d appropriatel y and is s presented against a 26% contracting background for sufficient duration and in a size and style of font that allows the information to be read easily. -The advertisement does not include distracting representations (including statements, text, images or sounds or any combination there of) that detract from the communication of the major statement. 2009 2010 SOURCES: Qappature http://www.toprankblog.com/2010/01/social-media-healthcare-marketing http://www.ncbi.nlm.nih.gov/pmc/articles/PMC2912007/ http://www.cohealthcom.org/tag/fda-social-media/ http://twittersentiment.appspot.com http://twitter.com surprisingly simple."